Advertising : strategy, creativity and media /
By: Fill, Chris
.
Contributor(s): Hughes, Graham | De Francesco, Scott.
Publisher: Harlow : Pearson Education, 2013Description: xxii, 394 p. : col. ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780273760894 (pbk.); 9780273760894:; 0273760890 (pbk.).Subject(s): Advertising | Mass media | Digital mediaDDC classification: 659.1 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Standard Loan
|
ATU Sligo Yeats Library Main Lending Collection | 659.1 FIL (Browse shelf(Opens below)) | 1 | Available | 0090770 |
Browsing ATU Sligo Yeats Library shelves, Shelving location: Main Lending Collection Close shelf browser (Hides shelf browser)
Includes bibliographical references and index.
An introduction to advertising -- OK, so is this the right meaning? -- Advertising : theories, concepts and frameworks -- Advertising : strategies, planning and positioning -- Creativity, content and appeals -- Brand communications : the role of advertising -- The advertising industry -- Traditional media -- Digital media and emerging technologies -- Media planning -- Measuring advertising efficiency and effectiveness -- Standards and responsibilites -- Contemporary issues in advertising.
This title covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practised today and the strategies used in both conventional and digital advertising today.